What is being done to deter ambush marketing? Are these attempts working?

Hartland, Trevor and Skinner, Heather ORCID: https://orcid.org/0000-0002-6505-8073 (2005) What is being done to deter ambush marketing? Are these attempts working? International Journal of Sports Marketing and Sponsorship, 6 (4). pp. 26-36. ISSN 1464-6668

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Official URL: https://www.emeraldinsight.com/doi/abs/10.1108/IJS...

Abstract

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the ‘ambush’ effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.

Item Type:	Article
Peer-reviewed:	Yes
Date Deposited:	01 Aug 2018 10:16
Publisher:	Emerald
Additional Information:	This article was originally published in International Journal of Sports Marketing and Sponsorship, published by and copyright Emerald. The published article is available at https://www.emeraldinsight.com/doi/abs/10.1108/IJSMS-06-04-2005-B005
Divisions:	Faculties > Business and Law
Subject terms:	11 Medical and Health Sciences, 15 Commerce, Management, Tourism and Services, 16 Studies in Human Society
URI:	https://e-space.mmu.ac.uk/id/eprint/621222
DOI:	https://doi.org/10.1108/IJSMS-06-04-2005-B005
ISSN	1464-6668

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